The Neem Bed & Breakfast

The owner of The Neem Bed and Breakfast in New Delhi began the BnB in December 2017. Having retired from the hospitality industry after a long career, the owner decided to convert her family home into a Bed and Breakfast. She was very comfortable in terms of the operational aspects of running the property and the guest handling but did not have any understanding of how to market the property.

After running the Bed and Breakfast for a few months, she realized that word-of-mouth marketing and listing on OTA’s was not enough to grow the business. She contacted CCS Marketing Services to help with the marketing aspects of the Bed and Breakfast.

After reviewing the marketing and pricing strategies, we realized that she lacked a proper pricing strategy. While the Bed and Breakfast was being positioned as a luxury Bed and Breakfast, the online and offline rates did not reflect that. Prices would be dropped drastically during low occupancy and pushed up equally high during peak occupancies. This type of strategy confuses the target audience. The Bed and Breakfast had managed to attract a few regular guests who would stay regularly. They were given very low rates initially and they came to expect the same rate even after six months of operation. This is one of the drawbacks to not having a clear strategy.

We worked with The Neem for close to 9 months during which we were able to not just increase the room nights and revenues but increase the ARR as well. In the peak season from October to March, the BnB was able to sell rooms for as high as Rs. 7000 per night. CCS Marketing Services was also able to partner with Corporates for long stay bookings as well as Travel Agents for leisure business. In the first year of operations, The Neem achieved an occupancy of 62% with an ARR of over Rs. 3000.

After nearly a year of working with The Neem, the owner felt more confident about taking things forward on her own and appreciated the hand holding that we had done for her in the initial period.

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